摘要
在经历了过去二十多年里经济的高速发展以来，基础建设及电力配套设施产
业作为经济发展的基石，也得到了充分的关注。近年来伴随着国家发展战略转型，
国内经济增速放缓，尤其是房地产行业在一定程度上在国家政策的指引下渐渐趋
于理性，与之高度相关的电力配套设施行业则呈现出市场趋于饱和，供过于求，
部分小微企业甚至连生存都成了问题，俨然已经进入了急需转型的关键时期。与
此同时，国际市场则表现出截然不同的景象和商机，尤其是东南亚，南亚，非洲
等经济欠发达区域，在经济全球化得背景下，越来越受到投资人得看好。诸多企
业尝试了走出去得市场战略，但是在面对迥异的商业环境时，或多或少都遇到了
各种管理问题。
本文以我国民营低压电器龙头企业 C 公司为例，前半部分以 PEST 外部宏观
环境模型阐述目前 C 公司在菲律宾市场所面临的机遇和挑战，并以波特五力模
型对 C 公司目前所在得微观环境进行透视分析，在菲律宾不同的商业环境内，C
公司所在行业内与上下游以及竞品同行之间微妙的竞争与合作关系，提出其在市
场经营中的优势与不足，得出导致目前销售增长乏力，经销商配合程度不高这一
现状主要由渠道管理方面的问题所导致这一结论。针对这一结论，本文重点从渠
道行为理论和渠道结构理论结合国际市场营销相关学说，总结出其在渠道结构设
置及渠道激励规划等方面的问题。本文的后半部分针对其渠道管理存在的问题，
联系笔者的工作经历及文献中整理的理论基础和案例，从企业外部措施及内部保
障两个方面，提出具体的方案对目前渠道进行市场再细分，结构重优化以及激励
方案的重新设计。本文的基本思路是由现象出发，对照理论，发现问题，分解问
题，进而找到问题产生的根源，再结合理论和行业龙头案例提出针对措施，并根
据措施进行未来几年内的推演，以保证其措施的可行性及经济性。本文通过文献
检索，案例研究及数据整理，总结出适宜 C 公司在菲律宾市场进行渠道拓展的可
行方案，并可为行业内其他企业进入国际市场提供一定的案例参考。
关键词：低压电器；国际营销；渠道结构；渠道行为III
Abstract
Since the fast development of economic in China in last 20 years, infrastructure
and electric-related apparatus, as the basic industry for economy development, have
drawn plenty of focus from public. Recently, as the new national strategy was effective
gradually, GDP growth rate started to slow down, especially real estate industry was
more reasonable with the guidance from national policies, electric industry, which was
highly related to the facts stated above, was affected in a large scale. The industry was
demonstratedasovercompetitiveandsupplyislargelygreaterthandemand,atthesame
time, international market gives a different chance, especially regions like south-east
Asia, Africa etc., drawing more and more focus from investors. A lot of Chinese
corporations tried to apply the internationalization strategy, but encountered different
kinds of problem in management.
In this paper, a leading company C in electric industry of China market is
researched as example. In the first half part of the paper, external challenge and risk
will be recognized by PEST analyze model, and detailed description and analysis of
company C in the electric industry of Philippine market will be presented by Five-
Forces analysis model. Problem in sales channel structure and sales channel incentive
will be revealed afterwards. Reason to the problem that distributors’ unwillingness to
cooperate and low efficiency of sales channel will be located on mismanagement of
channel. The detailed analysis on the problem stated above will be made from
perspective of sales channel behavior management and sales channel structures
management. The last half part of this paper will focus on the problem resolving, the
recommendation will be presented from 2 parts, outside and inside of companyC, from
the aspect of re-segmentation of market, sales channel reformation and re-design of
sales channel incentive etc. The basic processing route of this paper is to describe the
actual situation in business, reveal and state the problem, analyze and segment the
problem and locate for the root reason, and check theories or cases to present tentative
solutions, whose feasibility will be deducted afterwards. This thesis was finished by
literature search, case study and data reduction, came up with a feasible and economic
solution that suitable for Company C to market in Philippines, which could also be
taken as reference for other company in the identical industry.
Key words: Low-voltage apparatus; International marketing; Channel structure;
Channel incentive目录
致谢........................................................................................................................ I
摘要.......................................................................................................................II
Abstract................................................................................................................III
第 1 章 绪论..........................................................................................................1
1.1 研究背景及意义..........................................................................................1
1.1.1 选题背景...............................................................................................1
1.1.2 研究意义...............................................................................................2
1.2 文献综述.....................................................................................................3
1.2.1 国外营销渠道理论...............................................................................3
1.2.2 我国营销渠道理论...............................................................................4
第 2 章 理论基础..................................................................................................6
2.1 渠道行为理论.............................................................................................6
2.1.1 渠道权力...............................................................................................6
2.1.2 渠道合作...............................................................................................6
2.1.3 渠道冲突...............................................................................................6
2.2 渠道结构理论.............................................................................................6
2.2.1 直接渠道和间接渠道...........................................................................7
2.2.2 渠道的长度...........................................................................................7
2.2.3 渠道的宽度...........................................................................................7
2.3 国际营销策略理论.....................................................................................7
2.3.1 国际营销中的市场细分.......................................................................8
2.3.2 国际营销中的市场选择.......................................................................9
2.3.3 国际营销中的市场定位.......................................................................9
第 3 章 C 公司在菲律宾经营外部环境分析....................................................10
3.1 宏观环境分析—PEST 分析模型.............................................................10
3.1.1 政治环境因素.....................................................................................10
3.1.2 经济环境因素.....................................................................................11
3.1.3 社会环境因素.....................................................................................133.1.4 技术环境因素................................................................................